Drill down on many a customer requirement and you frequently realize that the answer is telematics. The trouble is that often customers either:
- Aren’t aware that the technology exists or see it as being too difficult to implement
- Are aware of it, but don’t understand its scope or potential outputs
- See telematics as simply too difficult to implement
The task is therefore to quickly connect the value of telematics to real-world challenges and those areas of their business that customers are looking to improve – and doing that ultimately comes down to the specific questions you’re asking.
Question 1: do you know exactly where your trucks are at any time of the day?
This first question relates to those organizations looking to improve their operation through a basic level of visibility into areas like scheduling and asset utilization. The answer leads to talk of user-friendly dashboards that provide this real-time information, alongside the insights needed to inspire a smarter fleet.
Question 2: how good are you at monitoring fuel usage and actual mileage across the fleet?
The second question places the emphasis on cost, and on practical ways for measuring outgoings against specific jobs to help uncover possible savings. This includes areas such as fuel theft etc., and is an ideal door opener for companies looking to cut back on expenses.
Question 3: can you confirm to customers cargo integrity, and details of where/when doors are opened?
Question 3 brings with it a security focus, covering both the load and the driver, alongside the reassurance of knowing in detail what’s happening ‘out on the road’. This is an important trigger point for customers needing to know with certainty what’s happening where and when with individual cargoes.
Question 4: are you able to monitor load temperature throughout a journey when transporting sensitive loads?
This fourth question offers an important compliance angle, and is geared toward those customers involved in the movement of perishable goods. It’s about offering them peace of mind that a high-value item is being maintained at the right temperature throughout a journey – alongside the visibility to respond to any potential problem.
Focusing your efforts
Asking such questions also helps avoid a ‘catch all’ approach to selling telematics. They also ensure the conversation is focused on finding specific solutions to specific problems, rather than starting with a “we can provide visibility into anything you need” approach – which can make it difficult for customers to fully appreciate the practical benefits delivered.
In addition, such questions can also provide the basis for developing stand-alone telematics packages. For example, Kaessbohrer, a bodybuilder (OEM) located in Germany, offers the following four packages:
- Basic: ‘to locate the trailer’ featuring the basic user-friendly app and maps
- Intermediate: ‘to manage operational costs’ by monitoring routes driven and asset utilization, with geofencing to help track deviations
- Advanced: ‘to secure the goods’ that includes the intermediate package alongside door sensors to monitor door activities and cargo integrity
- Cool: ‘to demonstrate temperature conditions’ with reefer alarms, fuel tank sensor data, as well as insights on temperature deviations, coupling status, and truck ID etc.
